Videos are an incredibly effective way to communicate an idea and motivate people to take action, but between choosing a topic, writing a script, and producing your content, where do you begin? And how can you remain consistent after you hit publish for the first time?
Beyond producing videos for clients, we also help them build a video content strategy that is effective, sustainable, and allows their audience to remain engaged by allowing them to see multiple sides of their business (which we’ll touch on more later).
Here is our step-by-step guide to help you plan and launch a successful video marketing campaign.
Step 1: Start with a goal
What is that ONE thing you want viewers to do immediately after they watch your video? Do you want to encourage them to sign up for your email list or book a consultation with you? Do you want them to register for your course or buy your product?
It’s important to center your campaign around a clear and measurable objective for a number of reasons:
- First, It will help you identify the TYPE of content you need to create.
- Then, It will help you understand WHO you’re creating it for.
- Next, It will give you a quantifiable way to track your progress (For example: My email list grew by X number of subscribers or I booked X number of consultations.)
- And finally, it will help you ask the RIGHT question that will lead viewers to take action.
While video is powerful, it doesn’t do much good if it doesn’t feed your bottom line. Having a clear goal will help you launch your campaign with the defined strategy it needs to be successful.
Step 2: Map out your content
For most of our clients, the question of WHAT to create is the hardest hurdle to overcome. - Who wouldn’t be overwhelmed while staring at a blank editorial calendar, right? But once you’ve established a set of goals, this part of the process becomes a little bit easier.
Here’s how we typically walk our client’s through this step.
We break up their videos into “series” - each one tied to a specific goal.
Remember when I mentioned that video could be used to showcase “multiple sides of your business?” - This is where that comes into play. Here’s the thing, a successful video content strategy is able to keep viewers engaged over a long period of time, and the best way to do that is to continually introduce new and interesting content.
A cable television network like NBC or FOX doesn’t solely produce one singular show in hopes that their audience will remain entertained enough to stick around for more of the same. - No way! Viewers would become bored and seek entertainment elsewhere, quickly. So why would you ride the coattails of ONE type of video content?
That’s why we encourage our clients to create 3-4 video campaigns or series that are unique and continue to keep clients interested in what you have to say. Each video will differ in style and type of content whether that be entertainment, informational, and so forth.
Here’s what that looks like:
Let’s say we’re developing a video content strategy for a financial advisor...
Series #1: “Money Talk”
Type of Content: Standard Video Blog that answers common industry questions my existing and potential clients care about.
Goal: To grow my email subscriber list my providing value-driven content.
Call-to-action: “Click the link below to sign up for my email list and get your exclusive downloadable freebie with more tips.”
What this communicates to customers: My team and I are knowledgeable and credible sources in our field and you can trust our expertise.
Series #2: “Customer Stories”
Type of Content: Customer testimonials that showcase the stories of those you’ve helped with your service.
Goal: To build trust with my audience and gain new client leads.
Call-to-action: “We’d love to help you! Send us a message to schedule your financial evaluation today!”
What this communicates to customers: My team and I serve our clients well and are trustworthy in both our eyes and theirs.
Series #3: “Q & A Thursday”
Type of Content: A Bi-Weekly Facebook Live Broadcast where we host a Q & A session with our clients about a specific planned topic.
Goal: To grow my email subscriber list my providing value-driven content.
Call-to-action: “We love answering your questions! Be sure to click the link to subscribe to our email list and gain exclusive access to ____ product or service.”
What this communicates to customers: My team and I are not only knowledgeable, but we’re also real and genuinely care about engaging in meaningful dialogue with our audience.
What you need to note:
Notice how each type of content has a unique style that allows it to effectively showcase a different side of your business to customers.
So as you begin to map out your “series” or “campaigns” remember to ask yourself:
- What TYPE of content will help me effectively achieve my goal? (Informational, Entertainment, Storytelling, etc.)
- What SIDE of my business can I show clients through this type of content? (What will this communicate to customers? - I’m trustworthy, credible, etc.)
Enjoy the freedom to be creative during this process. After all, video is a powerful way to stand out amongst the noise, but taking the time to answer these questions will ensure you’re creating content that’s both interesting and leads back to your bottom line.
Step 3: Draft a production and publication plan that allows you to be consistent
After you know WHAT you need to create, you need to create a plan for HOW you will create it.
We can’t stress enough how ridiculously important it is to draft a realistic production and publication plan that allows you to remain consistent. So if that means publishing one video per month versus one video per week, then so be it.
It does you no good to produce and publish multiple videos within the same few weeks only get too busy and not publish another video for a few months, especially when your audience craves predictability.
Instead, you need to plan to publish content at the rate in which you can realistically produce it consistently. And always, always work ahead of yourself (AKA produce content this month which will be published next month - that way you’re never working off of last minute deadlines.)
From our experience, social media values consistency over quantity, every time. So map out a timeline and assemble the right team that can help you execute it.
Step 4: Don’t skimp on quality
The quality of your video is a direct reflection of the quality of your product or service. Make sure you’re using the right equipment or the right production team to help you produce videos that have:
- Clear audio
(without distracting echo or grain)
- High-resolution picture
(we recommend 1080p HD)
- Good lighting
(free from harsh shadows)
Quality matters. Don't leave your credibility up to question!
Step 5: Understand how to upload and share
The key to maximizing the success of your video is understanding the best way to upload and share your video to your desired platforms. Is it better to upload your video directly or are you better off pasting a YouTube link instead? And how do people get those fancy call-to-action buttons on their Facebook videos?
Before you share your video to Facebook, Instagram, Pinterest, etc. it’s important to do your homework first. You need to be able to identify how video is being used on that platform and what steps you need to take to ensure your video has the greatest opportunity to reach and engage as many users as possible.
We dig into this a little deeper in this video blog.
Step 6: Tweak and repeat
Continue to monitor your videos after they’ve been published to see how your audience is engaging with them. Here are a few things you should be looking for when digging into the analytics:
- Which videos have drawn the most likes, comments, and shares?
Follow up question: What are some key similarities between these two (three or four) videos?
- How long is the average viewer watching my video?
Follow up question: How long should my future videos be to better suit my audience?
- Which videos drew the most clicks to my call-to-action links?
Follow up question: How did I position my call-to-action in this case?
Finding the data that answers these questions will help you pivot your video content strategy in the right ways so that your future videos perform better. There’s no sense in creating the same type of content that isn’t effectively engaging your audience or achieving your goal.
You’ve got this!
Creating powerful and effective video content strategies is something we love helping our clients with. Do you have more questions after reading this post? Send us a message and we’d love to answer them!
Would you like us to lend a hand in helping you develop a video content strategy of your own? Whether you need help developing a strategy or are looking for a production team that can help you create quality videos, we’d love to help. Send us the details here and let’s get the ball rolling.